do’s and don’ts of student text campaigns · next steps • establish campus texting team •...
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Text for SuccessDo’s and Don’ts of Student Text Campaigns
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Our Team
• Sana Meghani, Virtual Student Support Consultant• Phillip Nevels, Institutional Support Consultant
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Goals
• How to leverage the power of texting to reach students
• How to partner with Project Success and Trellis to design and implement text message campaigns
• Do’s and don’ts of text message campaigns
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Target Audience
• MSI students • Low-income • Under-represented • First-generation
• Large age range • Gen Y
• Returning to school, work experience, families • Gen Z
• Entering adulthood • Larger percent of new students
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Student Behavior
• Developing brain • <25
• Has poor relationship to time • Pushes off decisions• Prefers texting and face-to-face interaction • Values relationships
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In planning and preparing for college, students and families face…
Complexprocesses
Complex information
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The Science of Texting
• Overwhelming info = no action • Clear, short instructions more likely to drive action
• Medium meets students where they are• 1 in 3 teens sends more than 100 text messages a day
• Results show impact • 11% increase in matriculation, 20% increase in persistence
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Summer Melt Review
• May-August • 15 partner institutions• 100,000 text messages • Covered:
• Financial aid and verification• Key enrollment tasks • Orientation • Registration
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Lessons Learned
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1) Plan Ahead
• Internal communication audit to determine information gaps
• Prepare for increased student engagement• Emails, phone calls, in person visits
• Meet with ISC’s and Sana weeks in advance • Fill out information sheet • Inform internal campus partners once campaign
is confirmed and ready to deploy
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2) Do No Harm
• Avoid jargon • Use deadlines • Predict student confusion and
have answers • Update school resources
(website, portal)• Refresh data in multi-step
reminders
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3) Master the Data File
• Send via CrushFTP• Avoid violating FERPA
• Send three days in advance• Clean before sending • Format using template • Include only relevant information • Include a legend if not following template
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4) Nudge, Don’t Annoy
• Include “call to action” • Deadlines key
• Avoid sending the same nudge too many times • Be wary of stop-outs • Break up topics into different texts
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5) Write Effectively
• Short, sweet, to the point • Limit to 160 characters • Use “professional text speak”
• Conveys you understand student• Okay = Q’s for questions, @ for at,
appt for appointment • Not okay = u for you, l8r for later
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6) Track Outcomes
• Track impact metrics • Impact nudge meant to create • Create measurement plan before sending
• Stop-outs and engagement • Trellis tracked
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Moving Forward
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Campaigns vs. One-Offs
• Campaigns • Multiple texts with one
larger goal • Ex: Fall = Retention • Planned in advance
• One-Offs• Any topic, any time • Best used for reminders • Compliments larger
school communication
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Suggested Fall Campaign Modules
• Financial Aid Disbursement and Tuition Payment • Motivation • Time Management and Organization • Academics and Study Tips • Coping with Stress• Campus Life • Working and Money Management • End of Semester
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Hey there, first name! This is School of Rock checking in. Congrats on your admission and welcome to the Eagles family!
It’s that time, first name! Tuition is due 8/31. Pay now to secure your classes. <link to pay> Need help? Text us! STOP = End msgs Finals are around the
corner! Don’t let stress get you down. Take time daily to eat well, sleep 7-9 hours, and exercise for free at Dolly Gym.
You’ve got this, first name! Text w/ Q’s. STOP = End msgs
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Next Steps
• Establish campus texting team • Meet with ISC • Scope out campaign and establish goals • Meet with Sana and co-develop content • Sign up for CrushFTP• Send data and final content approval • Launch!• Evaluate impact
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How can we help?
• Assist in identifying goals and designing campaign
• Write or co-write content • Identify potential student
questions or concerns• Deliver texts • Respond to student texts • Send reports through ISCs